Below are some of the year&rsquo;s most high-profile incidents and what they revealed about the evolving KOL landscape.

The past year proved that no star is untouchable. From legal accusations to cultural and political missteps, 2025 was marked by a string of entertainment scandals that sent shockwaves through the celebrity and KOL landscape. Each incident not only damaged individual reputations but also disrupted brand partnerships, tested fan loyalty, and exposed the growing risks of influencer-led marketing in an increasingly unforgiving social media environment.
According to forecasts from advertising consultancy Ebiquity, China&rsquo;s KOL market is expected to reach US$13 billion by the end of 2025, accounting for 58 per cent of global media spending. With so much at stake, the events of the past 12 months offered a stark reminder of how quickly controversy can reshape careers and commercial strategies alike.

Wang Dalu: Alleged assault and legal troubles

In March, Taiwanese actor Wang Da-lu, best known for his breakout role in the romantic film Our Times, drew international attention after a string of legal issues. At 34, he was arrested on allegations of falsifying medical records to avoid mandatory military service, triggering widespread public backlash.
Soon after, he faced further legal action over an alleged assault on an Uber driver in 2024, an incident that reportedly left the victim hospitalised. Although Wang was later released on substantial bail, the back-to-back cases cast a long shadow over his career and raised broader questions about celebrity accountability in the Asian entertainment industry. Eyewear brand MOHK, a long-time partner, also came under fire for continuing its association with the actor during the investigation.

Kim Soo Hyun: Allegations surrounding a past relationship

Also in March, South Korean star <a href="https://www.lofficielsingapore.com/culture/first-look-kim-soo-hyun-kim-ji-won-upcoming-romance-kdrama-tv-show-queen-of-tears" title="Your First Look at Kim Soo-hyun and Kim Ji-won's Upcoming K-Drama, 'Queen of Tears'" target="_blank" rel="noopener">Kim Soo Hyun</a> saw his career shaken when the family of the late actress Kim Sae Ron accused him of having an inappropriate relationship with her while she was a minor. The claims led to the suspension of several major projects and a sharp decline in advertising deals.
Brands that cut ties included Prada, vegan cosmetics label Dinto, Tous les Jours bakery chain (part of CJ Foodville), K2 Korea, Shinhan Bank, Aekyung Group, and outdoor brand Eider. Although Kim denied the allegations and pursued defamation lawsuits, the damage to his public image was significant, underlining the delicate balance between personal conduct, ethics, and commercial partnerships in the region&rsquo;s entertainment market.

Lisa: A Met Gala fashion controversy

Even global icons are not immune to backlash. At the 2025 Met Gala, <a href="https://www.lofficielsingapore.com/culture/lisa-blackpink-dazzles-singapore-with-sold-out-first-solo-fan-meet-2024-k-pop-concert" title="Lisa of Blackpink Dazzles Singapore with Sold-Out Solo Fan Meet" target="_blank" rel="noopener">Blackpink&rsquo;s Lisa</a> faced criticism after her Louis Vuitton lingerie appeared to feature embroidered images believed to depict civil rights figure Rosa Parks.
Artist Henry Taylor later clarified that the image was actually of his neighbour, not Parks. Still, the controversy spread rapidly online, highlighting how fashion choices can be interpreted differently across cultures. The incident served as a reminder that even well-meaning artistic designs can provoke strong reactions in a globally connected audience.

Karina: Political interpretations and social media scrutiny

In May, a single Instagram post nearly derailed Aespa leader <a href="https://www.lofficielsingapore.com/fashion/gentle-monster-pocket-2025-collection-bratz-collaboration-aespa-karina-fashion-news" title="Gentle Monster Introduces the Pocket 2025 Collection Starring KARINA" target="_blank" rel="noopener">Karina</a>&rsquo;s advertising portfolio. She was photographed wearing a red jacket with the number two, which some interpreted as an endorsement of South Korea&rsquo;s conservative People Power Party and its number two candidate.
Despite swift clarification from the artist, brands were forced into crisis management mode. The episode exposed the intense scrutiny K-pop idols face during election periods and demonstrated how quickly political interpretations can impact brand safety in the age of social media.

Zhao Lusi: Livestream revelations and shifting fan loyalty

Actress Zhao Lusi, a global ambassador for Versace and the face of Bvlgari in China, made headlines this summer after publicly accusing her former management company, Galaxy Cool Entertainment, of mistreatment and financial misconduct. Through a series of livestreams on RedNote, she described being coerced, denied medical care during filming, and having her earnings withheld.
While the disclosures initially raised concerns among luxury partners focused on image control, Zhao&rsquo;s openness struck a chord with audiences. In August, she became the first creator on RedNote to surpass 21 million followers, driving sell-outs across categories ranging from instant noodles to jewellery.
Her case points to a shift in China&rsquo;s celebrity economy, where authenticity and emotional transparency can strengthen consumer loyalty, even in the midst of controversy.

Recap 2025: Some of The Biggest Celebrity Scandals That Rocked 2025

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